“I’d like to bite that chicken…”
Gender plays a role when it comes to fast food, and Chick-fil-A is no different. In fact, when we isolate everyone’s favorite fast food places, it consistently comes out …
At least, with women. See, while McDonald’s can still lay claim as the #1 food chain, Chick-fil-A stands out as the only fast-food restaurant to rake in more visits from women, than from men. In fact, women win with their hands tied behind their backs – 23% to 20%.
So, what’s going on?
Take a look.
There it is.
When it comes to duration, Chick-fil-A is the leading brand for both genders. But, ladies love this fried chicken – they’ll eat it twice as much as men. Now, that’s a commitment.
So, why are women so happy to “eat more chikin”? 🐄
There’s more to this story than just good looks. For starters, Chick-fil-A fanatics are 92% satisfied with the restaurant, with 53% saying it’s due to a great customer experience.1
And, there you have it.
See, women don’t travel alone. Where there’s a mom, you can usually find her kids in tow. In fact, Chick-fil-A is so geared toward families they offer a guide to parents2, on how to have a great meal time with kids inside their restaurants. McDonald’s has catered to families for years, but customer experience is king, and that’s where Chick-fil-A has a leg up.
So, not only have they made it easy for females with families, Chick-fil-A has their sights set on the male market too. Here’s why. When it comes to choosing where to eat, women rule the roost.3 As the less dominant decision-makers, men may subconsciously create new habits. Every time they step inside a Chick-fil-A with their families, that man is more likely to go back.
McDonald’s may be on top for now, but Chick-fil-A poses a viable threat.
It’s time to talk.
For my quick-serve restauranteurs, you can stage an all-out war. Be your own researcher. Start a conversation with a panel of women. Then, find out if she goes to Chick-fil-A for her own fast food needs, or if her children help drive the decision.
Next, take a look at your most loyal visitors inside MFour Studio. See what other habits they have and where they’re spending their time. Use first party data to prepare brand-new ads that speak straight to their needs. Then, run consumer survey research on the male market to find what they want.
That, my friend, is how you steal market share.